Essay, Pages 5 (1061 words)
Cadbury Dairy Milk is in the mature stage of the product life cycle, the reason being is that it is a well-established product since 1905. The maturity point is generally reached when about half the potential users have adopted the product. Since Cadbury Dairy Milk is Australia’s favourite chocolate, it is safe to say that there is already consumer trust and loyalty to the brand. However customers still need continued satisfaction and loyalty, built on lower cost, differentiation or customer service.
Seeing that Cadbury chocolate is considered a common brand name in households all over Australia, there is nothing within the external environment that should be modified and it will remain in a strong steady position in the confectionery industry.
In order to continue generating sales, Cadbury took into consideration one of the threats that the confectionery industry is facing today. Consumers are becoming more health conscious; therefore Cadbury will support and promote physical activity by giving away mountain bikes to 100 lucky winners around Australia!
The promotion will only feature in the Cadbury Dairy Milk chocolate block range: including the Fruit and Nut, Hazelnut etc… Featured on the wrapping will be, “WIN A MOUNTAIN BIKE” with a picture of the bike that will be won.
The pricing of Dairy Milk Chocolate will also maintain the same pricing strategies to remain competitive with its competitors Nestle and Mars. Place: The distribution of Cadbury Dairy Milk should be at its maximum capacity, remaining readily available in supermarkets, convenience stores, seven elevens and kiosks.
Cadbury should continue to generate promotions to remind and encourage consumers to purchase Dairy milk chocolate. In order to maintain the sales of Dairy Milk, sales promotion should be implemented to generate growth. This is done by creating advertisements on Television and in-store promotional posters to display the promotion that is running. The television and in-store promotion is to inform consumers of the promotion that is currently running. The sales promotion will be “WIN A MOUNTAIN BIKE” This promotion is for the Cadbury Dairy Milk block chocolate range.
Every consumer that purchases a block range from Cadbury’s will have the opportunity to enter the competition by text via SMS a code that is given inside the wrapper.
Marketing Action Plans
A key objective is to hold current customers and to maintain and increase the retail and brand market share to make sure that the Cadbury brand and products remain one of the top selling confectionery brands in Australia. Since Cadbury Dairy Milk is in the top five selling chocolates list, there will be no need for any tremendous change. A good way to promote The other Cadbury block chocolate range such as Fruit and nut and Hazelnut…etc will also have his competition.
Cadbury’s human resources department will need to find a place that will provide us with the mountain bikes. The costing of the bikes and the overall promotions will need to be considered, as Cadbury does not want to spend so much on promotions, when Cadbury Dairy Milk is not declining any time soon.
Pictures of this new competition will need to be put in magazines such as: Women’s day, News Idea, newspapers…. etc…designers will be needed to create the advertisements for this promotion. However, to promote Cadbury Dairy Milk’s new competition, television is the key to ensure that viewers all around Australia will know about the “WIN A MOUNTAIN BIKE” promotion. As television is the main and preferred type of advertising, it is certain that consumers will know about the competition faster. And in addition to that, the Cadbury chocolate commercials will still be showing, to heighten promotions. It is best to air the promotion on television between 4:00 pm – 9:00pm, since that is the time when consumers are most likely to be at home.
The exposure of Cadbury Dairy Milk promotion will need to be more publicized in convenience stores and kiosks in the form of a poster. g. ) Management of the marketing effort and the marketing function: In order to make sure that they marketing effort and function works accordingly a few steps have to be taken in regards to the management of the planning. The three step process that will have to be put in place will be based around
- Marketing Implementation –The process of putting marketing strategies into action
- Intended Strategy The strategy that the company decides on during the planning phase
- Realized Strategy – The strategy that actually takes place Cadbury must be able to respond and adapt to its internal marketing department.
Coordinating internal exchanges between the firm and its employees to achieve successful external exchanges between the firm and its customers is very important as it allows for a gauge or a measure to be received as a result of acceptance and understanding. In regards to the marketing activities it all starts within the Cadbury management team.
The ability to motivate marketing personnel plays a large part in the initial process to get the promotional idea off the ground, once the team is able to have a grip of the idea that tackles the current health issue and that a bike will be awarded as a prize and health product then extreme communication within the marketing unit will be essential. Openness and responsiveness from other marketing departments will be just as important to make sure that the management and strategy travels across all channels.
This will be indispensable to the organizing and coordinating of marketing activities which then lead to a schedule for implementation. The marketing control process consists of three steps; Establishment of control standards, Evaluation of actual performance relative to established standards and corrective action if necessary. A few key guidelines that will help Cadbury in controlling marketing activities:
- Within the Marketing Control Process
- Establishing performance standards and trying to match actual performance to those standards
Establishing Performance Standards Expected levels of performance
- Taking Corrective Action oImprove actual performance
- Reduce or change the performance standards
- Do both
- Problems in Controlling Marketing Activities.
- Lack of the information required to control activities
- Uncontrollable influence of market environment changes on marketing activities
- Time lag that occurs between marketing campaigns and their results delays corrective actions
A few problems can also occur in the controlling of marketing activities, however the ability to act on these problems will only make the campaign more successful and responsive.